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The digital age is one big ocean of competing messages. Businesses want to be heard above the clamor. Digital marketing has been developed to enhance its reach in a competitive marketplace. Smartphones have made it convenient for companies to reach their customers in new and innovative ways, from push notifications on the go, marketing messages delivered via social media, and automated texting campaigns.
The best strategies for communicating with customers and prospects via text message differ from what works in other forms of digital marketing. This is because text messages have a very short lifespan and can easily be lost or discarded before they are read. You can boost brand awareness, grow your business and achieve sales goals with the right strategy. Here are five components of an effective SMS marketing campaign.
1. A Solid Audience Profile
The most important part of any SMS marketing strategy is knowing who you are speaking to and what they need from your company. Use your collected data and insights to identify the most valuable customers and prospects and integrate their needs into your campaign plan.
Once you have a solid audience profile, start to write and develop your message. Make the content engaging, interesting, and simple so everyone easily understands it. Tailor your message to attract the attention of your most valuable customers. Ensure you target customers who have expressed an interest in your product or services.
2. A Simple Structure
The No. 1 reason SMS fails is that it is too complicated. Ideally, each text message should start with an opening line that promotes the message, followed by a short introduction, your product’s or service’s key benefits, and a call to action. If you want to give your customer more information about your business or product, include an opt-in format so they can receive your messages in the future.
Use simple language to maintain the attention of your audience. Avoid jargon and complex text. Only include a little information. More unknowns can make it easier for the recipient to engage with your message.
3. Your Brand Name
Use your brand name in every text message. This makes it a lot easier for customers to remember what you sell and helps to build brand recognition. Include a link to your website, the company’s value proposition, or contact information in every message. The more links you use, the higher your click-through rate and potential sales.
The best time to include the brand name is at the beginning of the first line, followed by the benefit and motivation to continue reading the rest of it. To get your message through, use a call-to-action to encourage customers to take action. This could be an offer to receive a free report or gift, a request for more information about the business, or a recommendation for services. Whatever you choose, make sure it is clear, concise, and engaging.
4. Standardization and Personalization
You can personalize the message by including the first and last name of each customer or prospect, their age, gender, zip code, and other information. This helps customers to feel more connected to the message you are sending them. It builds trust and makes them more likely to engage with your business.
A marketing SMS service allows you to create a database of all your customers who have opted to receive your messages. This can include their age and gender, as well as their geographic location and interests. This information helps you tailor the message to suit each customer’s needs, ensuring that every text message has the highest possible chance of being read.
5. Testing and Measurement
Testing your campaign is the only way to know if it is successful. The ability to track every step of an SMS marketing campaign as it is being sent and received. Along with the conversion data that comes as a result. Provides you with invaluable insight into your customers’ needs and preferences. Use this information to ensure every text message reaches the right customer. And results in an action, such as a purchase or lead, and not just a reply.
Data helps you adjust and make necessary changes to your SMS marketing strategy. If you have a high percentage of customers who are either not interested in the product or service you are offering or who have no intention of purchasing, make changes to your messaging to save time and money.
Your team needs to be strategic and intentional about how you use SMS marketing. It is a process that requires plenty of preparation, research, and testing. However, with the right strategy in place, your business can benefit from the advantages SMS provides regarding brand awareness and customer engagement.
